Flydubai will retrofit 21 Boeing 737 MAX 8s, ditching its odd regional recliner seats for the flat bed business class found across the rest of its fleet.
This move makes sense. They're more and more into the medium to long haul market with current flights to Bangkok, St. Petersburg and Novosibirsk while operating 737s. Of course you want to offer a full business class product then, especially when you're aware of what the general public will see as 'the competition' at your home base. It's already horrible to spend 5+ hours on that type of jet, so there's no need to add insult to injury by offering some economy plus seat on steroids.
It will be interesting to see what the widebodies will bring and how they will be used. And of course if they'll align the business class 'hard' products as good as possible. I'll see if I can try their improved product at some point next year.
If they (and SQ) can do this to 737, everyone can, but chooses not to. Lie-flat is an actual premium cabin. Recliners are fine for daytime under 5 hours. But when you get to redeyes and 5+ hours, c’mon, lie-flat, folks!